Industry Profile: Kelly Ainley at oOh!media 

By AdNews | 6 February 2024

Our Industry Profile takes a look at some of the professionals working across the advertising, adtech, marketing and media sector in Australia. It aims to shed light on the varying roles and companies across the buzzing industry.

Kelly Ainley: network operations & asset performance director at oOh!media 

Time in current role/time at the company: 

One year in current role / 12 years at oOh!media and Adshel. 

How would you describe what the company does? 

oOh! is the largest out of home media company in Australia, with 35,000+ advertising assets. The network operations team delivers on our purpose of 'Making Public Spaces Better', every day. We manage the infrastructure for cleaning and maintenance assets for commercial partners and our community.  

What do you do day-to-day? 

I lead an incredible team of 25 to ensure best practice delivery for our commercial partners such as Sydney Metro. Our team looks after the operational requirements such as repairs, maintenance and quality assurance auditing of our assets. My role is to challenge thinking in our teams, build efficiency in our processes and connect the dots to form cross functional solutions which enable best market outcomes for our partners.  

Define your job in one word: 


I got into the media industry because: 

In a past life, I worked in the Police Force and supported delivery of the National Missing Persons week. The campaign highlighted the incredible power of OOH and shortly after I made the move to Adshel.  

What’s the biggest challenge you face in your role? 

The constant change. Out of home and media is an incredibly fast-paced environment which brings the constant demand for faster, more transparent, more effective solutions. Lean into the change! 

What’s the biggest industry-wide challenge you’d like to see tackled? 

The key challenge lies in achieving a unified approach to simplifying technology across the industry. With rapid transformation underway, it's essential to implement technology that empowers our workforce to perform at their best, efficiently and effectively.  

What are you most excited about in the next 12 months? 

2023 was the dress rehearsal2024 is the real show!  

Our team has worked hard to build out great processes to ensure we’re operating at an optimum pace. I’m excited to see it all come to life and for the entire team to step into their best selves and continue to grow and develop.  

Who has been a great mentor to you and why? 

I have been lucky to have two people in my working life that stand outMichele Pirozzi and Frank BentleyMichele is a fearless passionate leader who inspires me to be brave, trust in myself and my talents. Frank has empowered me with his guidance, motivation, emotional support, and trust. Both Michele and Frank are never too far away to ask advice, listen and challenge me.  

Words of advice for someone wanting a job like yours? 

No two days are ever the same. If you are passionate about peopleoperations and you have a strong bias to action, a role like this is guaranteed to challenge your thinking and keep you on your toes! 

If I wasn't doing this for a living, I'd be:  

A police officer or a special education school teacher.   

My mantra is: 

My dad always said, It costs nothing to be kind”. This has always stuck with me. 

My favourite advert is (and why):  

Smiths and the Gobbledok! When I was a young child, wanted Gobbledok to be my friend. I would walk around the house saying, “Chippie Chippie Chippie.” To this day I only buy Smiths and every time I do I say “Chippie Chippie to myself! 

Music and TV streaming habits: what do you subscribe to?  

Spotify for music and I will mix free to air, Foxtel, Disney+ and Prime. I love Selling House’s Australia with Andrew Winter and laughing at his first impression of properties.   

Tell us one thing people at work don’t know about you?  

sang a solo in the Concert Hall at the Sydney Opera House as a child.  

In five years' time I'll be: 

Challenging the status quo, pushing boundaries, and supporting my team to be the best versions of themselves they can be. 

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